Quick! Define commercial printer. “What? You mean the guy who prints my stuff?” If that was your answer, maybe it’s time you took another look.
At one time, the printer was the guy with ink under his nails. He wasn’t the idea man. He was the guy who ran the press. He knew paper. He knew ink. He was the one who could take someone else’s idea and get it done. Somewhere along the line, that changed. Over time, print shops became more than just a place to output print.
At the Center of It All
Printers have always been at the center of marketing campaigns. They know how to manage color so it outputs best on press. They know what finishing techniques can be produced most cost-effectively for which designs. This is more than someone who puts ink on paper. It’s a consultative partner who can save you time, money, and hassle at the stages before and after the press.
Over the years, this consultative relationship has grown. Printers have improved the cost and quality of their clients’ marketing campaigns simply by offering their expertise.
Now, as part of their growing value proposition, printers have begun adding a wide range of services that transform their customers’ marketing capabilities. First, printers added binding and mailing services. Now they are offering software solutions, print-on-demand, online storefronts (Web-to-print), 1:1 marketing, cross-media, email services, personalized URLs/general URLs, survey services, database management, and much more.
Printers are no longer just printers. They have integrated into the customer’s business to become part of its marketing department or advertising agency.
So, quick—name three services your printer (whether it’s us or someone else) provides beyond merely putting ink on paper. Can you do it? If not, it’s time to look again.